Per Ingvar Haukeland, Ph.D. Centre for natur- and culturebased innovation. Telemarksforsking

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1 Per Ingvar Haukeland, Ph.D. Centre for natur- and culturebased innovation Åbo, Finland 10. February 2010

2 Two values creation programs in Norway 1. Values creation based on cultural heritage ( ) (Verdiskapingsprogrammet for kulturminner) 2. Natural heritage as values creator ( ) (Naturarven som verdiskaper) Background: Cultural heritage and cultural environments are in a lesser extent being used as resources in community development. They can be the basis for cultural, social, economic and environmental development and values creation in local communities and economies. (White paper 16, Living with cultural heritage ) Our unique mountain nature shall be taken care of as a resource for friluftsliv, recreation, and nature and culture-based experiences, and at the same time provide the basis for employment and values creation in the mountain villages. White paper 65 ( ). Main aims: Both programs shall - develop natural and cultural hertitage as resources for values creation and for local and regional community economic development - take care of natural and cultural heritage through sustainable use - develop and spread knowledge about nature and cultural heritage as a resource.

3 Community economic development (CED) combines community goals with economic goals works across spheres and sectors plays on glocal trends (identity socity, experience economy and underlying need for sustainability! Landscape economy transfers landscapes (knowledge, identity and skills) into resources for local products based on what is unique Step 1: Identify landscapes as resources for developing local products (goods and services) Step 2: Identify external associations and expectations to the landscape Step 3: Develop products and goods (priavte and collective) based on step 1 and 2 Step 4: Identify reactions and new associations in order to further develop products and goods.

4 A sustainability perspective Broad innovation and values creation in a Quadruple-helix model Glocal sustainability

5 Broad entrepreneurship and innovation 1. Entrepreneurs operate in different sectors (Sectors: private, public, R&D/competence, voluntary) 2. Environmental, cultural, social and economic entrepreneurship. 3. Entrepreneurs produce both private and public goods Entrepreneurs (different sectors) Private goods and public goods Income Market (Private and public) Use Resource Values creation Mutually influencing eachother Landskape, Natural and cultural heritage as commons Resource Use General public (interests and needs)

6 Premise: Broad values creation Values creation and economic development must be sustainable in order not to come in conflict with the values that are at the basis of cultural and natural heritage. White paper, no Culture and Economy What values are connected to nature and cultural heritage? What values are being created? Values creation effects vs values creation potential Sustainable auditing

7 Different forms of values creation Economic values creation: to increase businesses and community s income base, economical, employment, new establishments, innovations. Cultural values creation: to strenghten a sense of identity, pride, reputation, attractiveness, local knowledge, cultural capital. Social values creation: to strenghten a sense of community, belonging, collaboration, cooperation, trust, network. Environmental values creation: to protect and develop values and qualities connected to natural- and cultural landscapes, energy efficiency, less pollution, climate friendly, biological diversity. Values creation across how the values creation forms are intertwined, and how they influence and create each other.

8 Private goods Private goods can strenghten collective goods Collective goods Local processing Ecotourism Local foods/drinks Lodging Experiences Small-scale products Activities/guidance Market value = product + story (story is communicated values from collective goods) Collective goods as resources for private goods Biological diversity Commons Local knowledge Landscape Heritage Traditions Stories Landscape, nature and cultural heritage: collective goods with market potential Something that cannot be copied Research Institute 2009

9 Indicators of broad values creation Indicators Environmental values creation Cultural values creation Social values creation Economic values creation 1 Sustainablility in usage Historical rootedness Engagement Business plans 2 Protection/support for protection Identity and belonging Commitment New enterprises/innovations 3 Pollution Reputation and attractiveness Community Employment 4 Energy efficiency Symbols and branding Networks Immigration 5 Conflict management Local knowledge Barn-raising Economic trickle-down effects A quadruple bottom-line

10 Values creation in different phases of project development Phase 1: Identification and mobilisation Phase 2: Planning and organisation Phase 3: Projects and establishing Phase 4: Realisation, effects evaluation Economic values creation Cultural values creation Socail values creation Environmental values creation

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12 1. Interplay between nature and culture as entrepreneurial resources in landscape management and development 2. Protection through sustainable use and good models for conflict management 3. More glocal sustainability 4. Coordination of ministries, governmental agencies and different support schemas 5. Improve indicators of broad values creation and the quadruple bottom line 6. Better payment models for collective goods to ensure the protection of the commons. 7. New collaborative models across sectors and levels

13 Thank you for your attention!